Complexity and busyness are everywhere these days. Long lists of things to do are par for the course. However, the stuff on these long lists often needs clearer thinking and rationale for why they are on 'the list' in the first place.

Many businesses and, in turn, marketing teams try to do too many things, which results in missing the mark all too often and wasting resources, energy, well-being, morale, and money.

To achieve simplicity and, in turn, focus, one must pursue them like a dog with the proverbial bone.

Getting to simplicity is challenging, and too often, we settle for what comes easiest, not giving enough time or thought (because we are so busy with the big long list) to what we could do better, simpler, that would make the biggest positive impact on the business.

We seem less concerned when things are too complex than we are with giving the time and energy to make them simpler.

We should be as worried about complexity as we are about managing costs. Complexity makes getting the important things done so much more challenging, or worse, impossible.

Clear focus and making the complex more straightforward are difficult. Some problems are bloody complex, but breaking things down into simpler components usually gets things done, as everyone can easily see what's what and their role in it.

For me, making strategy simpler is a beautiful thing.

Let's start with shortening 'the list'. De la Soul said, "Three is the magic number", and I firmly believe that heeding this thought is a good starting point for setting your business or marketing objectives for the year ahead. You could even do less.

Focusing on one SMART goal (a specific, measurable, achievable, relevant, and time-bound goal) is a great place to start.

You now know your 'To'. We want to (insert SMART goal).

Focus can now be given to defining your 'By'. We want to (insert SMART goal), by..... doing what?

Nowadays, I see business owners and leaders spending so much time working IN their businesses that they have little time to work ON their businesses. Focusing and simplifying things (even if they start out complex) is the best way to ensure that the time you spend ON your business is time well spent.

If you're a marketer, those leading the business should have a clear focus on the business's To and By. Your role as the marketer will be to create marketing's To and By to help deliver the business's goal.

Each By may require smaller steps, but identifying them is critical.

Here's a one-pager that is very useful for helping create focus and simplify things. It works for the business leader, the marketer, and any other department that is integral in helping the business achieve its big SMART goals for the year or five ahead.